© copyright 2002 anite business systems limited practical crm steve dobson director of technical...
TRANSCRIPT
© Copyright 2002 Anite Business Systems Limited http://www.anitetravel.com
Practical CRMPractical CRM
Steve DobsonDirector of Technical Development
© Copyright 2002 Anite Business Systems Limited http://www.anitetravel.com
Travel is changing …Travel is changing …
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First seen as a shift in buying habits First seen as a shift in buying habits
1980 1997 200119991995
Electronic Multi-channel Distribution
iDTV
Web/Email
Mobile
HolidayBrochures
CallCentres
Agents
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The Martini Factor …The Martini Factor …
Any time,Any place,
Any where
WEB & e-MAIL- 24 x 7 x 365- Visual, Convenient
CALL CENTRE- Human Contact- Immediate
TRAVEL AGENT- Local- Multi Vendor
iDTV- From the Home- Family Access
MOBILE- On the move- Yet to be proven
CUSTOMERS
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But first, back to basics …But first, back to basics …
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How do you measure the size of your business?How do you measure the size of your business?
“We carry 100,000 pax”or
“We carry 100,000 customers”
Is your company customer focused ?
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CRM splits three ways …CRM splits three ways …
“The technological solution is an important enabler for a CRM initiative but must be seen as part of a wider project involving working practice changes and the development of new products”
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How can travel use CRM ?How can travel use CRM ?
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How can travel use CRM ?How can travel use CRM ?
• Customer service- Recognising preferences- Efficient complaint handling- Handle feedback via Customer Service Questionnaires- Provide consistent and informed service levels
• Marketing- Loyalty Schemes- Reducing churn- Apply purchasing preference knowledge gained from
existing customers to generic prospect lists- Apply purchasing preference knowledge gained from
existing customers to develop new product
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How can travel use CRM ?How can travel use CRM ?
• Operational efficiency- Reduce call times through re-use of data
- Passenger names- Next of Kin- Passport numbers
- “Fast Track” check-in
• Increase Sales- Move business model from Booking to Selling- Up sell excursions both pre-departure and in
resort
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The CRM Cornerstone …The CRM Cornerstone …
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Travel Aware Customer DatabaseTravel Aware Customer Database• Each person has a Unique Reference Number
- Details held include :- DOB, Sex, Marital status, Nationality, Occupation, suppression flags, passport details and next of kin
• Persons are grouped together at householder level- Consolidated view of all persons in household with profiling
(Mosaic, Acorn, Prism)
• Full Booking history- All bookings taken including additional revenues earned in resort
through excursions
• Detailed Mailing / Campaign history- Mailing, Mail pieces and campaigns
• Enquiry tracking- Contact tracking, Brochure requests
• Response tracking- Customer Service Questionnaires
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Which enables customer service …Which enables customer service …
• Consolidated view of the customer- Universal, secure access via a standard browser interface- Integration with Reservations System- Integration with e-Commerce channels- Integration with content management system- Brochure request handling
• Customer Interaction Management- Corporate awareness training
• Customer Complaint Handling- Complaint workflow management- Detailed tracking of all correspondence, including hand written
letters and photographs.- Automatic forwarding to resort for investigation and responses
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An example consolidated view of a customerAn example consolidated view of a customer
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An example consolidated view of a customerAn example consolidated view of a customer
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Data Protection Act 1998Data Protection Act 1998Anyone processing personal data must comply with the eight enforceable principles of good practice.
They say that data must be:
• fairly and lawfully processed; • processed for limited purposes; • adequate, relevant and not excessive; • accurate; • not kept longer than necessary; • processed in accordance with the data subject's rights; • secure; • not transferred to countries without adequate protection.
“Appoint a Data Controller today to take responsibility for compliance”
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Consider customer preferencesConsider customer preferences
THE
DMADirect Marketing Association
MPS - Mailing Preference Service
TPS - Telephone Preference Service
FPS - FAX Preference Service
eMPS - e-Mail Preference Service
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Don’t forget agents !Don’t forget agents !
• They are customers as well
• You :-- send them brochures- create special campaigns- can consistently recognise their phone number- communicate via e-mail- send them on educationals- pay them commission
““It’s reasonable to maximise your ROI It’s reasonable to maximise your ROI for this relationship – that's CRM”for this relationship – that's CRM”
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Next steps for your CRM initiative …Next steps for your CRM initiative …
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MarketingMarketing
• Loyalty Schemes
• Use insight and intelligence gained from existing customers to:- Reduce Churn- Process generic mailing lists- Determine propensity to buy- Targeted campaigns with improved ROI
• Apply this same insight and intelligence to develop new product
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System IntegrationSystem Integration
• Telephone ACD- Inbound Caller Identification- Outbound predictive dialling- Automated questionnaires
• Web chat- Online text chat- Co-browsing, driving the web site for the
customer• e-Mail
- Links to Microsoft Outlook
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And finally, don’t forget the bigger picture …And finally, don’t forget the bigger picture …
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The Travel solutions of today need joined up thinking …The Travel solutions of today need joined up thinking …
• Looking for product- Dynamic Content Management
• Hooking the client- Customer Relationship Management
• Booking the holiday- Reservations & increased flexibility for selling
• Delivering across all channels to market- call centre, www, GDS & XML
• Speed to market - Avoiding the cost of unnecessary delays
• Improved decision support- Facilitates faster management decisions
• Integrated business solution- Reducing costs and improving efficiency & profitability
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Anite’s solution - Anite’s solution - @com